Diagnosis and challenges faced by leather goods companies in Belén in the Colombian market

Abstract

Introduction: the research addressed the situation of leather goods companies in the municipality of Belén, Nariño, which faced limitations related to lack of innovation, market knowledge and positioning strategies. These problems impacted their ability to differentiate themselves in a competitive environment. Given that the leather goods industry was one of the main economic activities in the municipality, it was considered essential to analyze its market orientation as a tool for commercial strengthening.
Development: the study was based on international, national and regional antecedents that demonstrated the relationship between market orientation and organizational performance. It was found that companies with greater integration between marketing, design and innovation obtained better results in terms of competitiveness and sustainability. At the local level, it was identified that the sector had governmental and institutional support; however, many companies did not take advantage of these opportunities due to a lack of strategic train ing. The theories consulted highlighted the importance of implementing market intelligence, adaptability and modern marketing channels.
Conclusions: it was concluded that market orientation represented a key factor for the transformation of the Bethlehem leather goods industry. Companies needed to adopt a customer-centric strategic approach, foster innovation and improve their organizational capacity. Only through the implementation of these strategies could they achieve brand recognition, increased profitability and a more prominent participation in regional and national markets.